Selecting a company name is something people often breeze through thinking it's the easy part - that is, until ACRA comes back with a rejection notice and you find yourself back at square one, scrambling to come up with a new name.
In all honesty, picking a company name is actually a pretty formal process with genuine rules to follow - and getting it wrong is just a waste of time you can't afford when you have to quickly incorporate your company.
We're going to take a closer look at what you really need to know before choosing a Company name in Singapore, including how to do a company name check in Singapore.
The Rules of the Road - What ACRA Looks For in a Name
Every name you suggest gets checked against a few basic criteria before it gets the green light from ACRA:
- It's got to be a completely new name - either the same or almost identical to an existing name gets rejected. ACRA also kind of ignores certain generic words like country names, region names, business structures, in the check - "Singapore," "Asia," "International" - "Group," "Holdings," "Pte," and "Ltd" don't actually count as making a name different. So if "XYZ Holdings Pte Ltd" is already taken, "XYZ Group Pte Ltd" will likely get flagged as pretty much the same thing.
- It can't be undesirable. ACRA has no time for names that are just plain nasty, off-colour or look like they're trying to confuse people.
- Certain words are restricted - and before ACRA will even consider your name, you'll need to get approval from a separate government body for words like "bank," "finance," "insurance," "school," "education," "university," "media," and "broker". That can add a bit of extra time to the process.
- It's got to make some kind of sense for your business - you'll pick a Singapore Standard Industrial Classification (SSIC) code when applying - which describes the kind of business you're planning to run in Singapore - and a name that's completely at odds with that will just raise a flag.
How the Name Reservation Process Actually Works
You submit your name through BizFile+, ACRA's online portal.
You send in your proposed name, along with your chosen business activity (SSIC code).
ACRA does a quick check against the existing register with a Singapore company name check and Singapore company name search.
Most straightforward names get cleared in a matter of an hour or few hours.
If your name has a restricted word or is a bit too close to an existing name, it gets sent off for manual review. That can take anywhere from a few days to a couple of weeks.
Once it's all cleared, the name gets reserved for 120 days. You've got to get your company incorporated within that timeframe, or the reservation lapses and the name becomes available to anyone else - and you're back to square one, having to start the whole name reservation process all over again.
Side note: ACRA only checks its own register with a Singapore company name search - it doesn't check trademarks. A name that clears ACRA can still run into trademark issues later on down the line. If your name is super important to your brand - it's worth running a separate search through IPOS (the Intellectual Property Office of Singapore) before you commit.
Tips & Tricks That Actually Help
- Have a couple of backup names ready to go - if your first choice gets rejected, you want to be able to switch to something else without losing momentum.
- Avoid using restricted words unless you really need them. Unless you're actually in banking, education or something like that - just skip the extra hassle.
- Check company name availability Singapore early before you invest in branding. Getting a domain name or designing a logo around a name that's not even cleared by ACRA is a total waste of time - so get the name sorted first, then invest in branding.
- Keep it distinct from existing brands - not just legally, but practically. A name that's technically different but sounds like a well-known brand can still cause problems - and delays if it's close enough to raise a flag in ACRA.
What Happens If Your Chosen Name Gets Rejected By ACRA
If your name gets the thumbs down, you'll just have to submit a new application with a new name - which means paying the application fee all over again. If you think your name should still be okay despite the rejection - you can submit a name review request explaining your reasoning. Approval isn't guaranteed - and this may take a bit more time, anywhere from a few days to a couple of weeks as it gets reviewed by the relevant authority.
The Bottom Line
Choosing a company name in Singapore isn't rocket science - but it does come with a few actual rules to follow - and rushing it just tends to waste more time than it saves.
Check availability early, avoid using restricted words unless you really need to, keep a couple of backups ready - and remember that clearing ACRA doesn't automatically mean you're trademark-safe. Get the name reservation sorted, and the rest of the company incorporation process will run a lot more smoothly.
Frequently Asked Questions
How long is a company name reserved for in Singapore?
Once your company name is given the all clear by ACRA, they own it for 120 days. If you don't get your company up and running within that time frame, the name is going to be released & anyone else can apply for it - so you'll need to file a whole new application.
Are there any tricks to making my name stand out using words like "Singapore" or "International"?
Not really. ACRA is pretty firm on not allowing generic words like "Singapore," "Asia," "International," "Group," "Holdings," "Pte," and "Ltd" in company names - they just look too similar to existing ones.
What's the low down on restricted words when naming a Singapore company?
You can't just go ahead and use phrases like "bank," "finance," "insurance," "school," "education," "university," "media," or "broker" without getting permission first - they need to be cleared by the relevant regulatory bods.
Does ACRA do any trademark checks on company names?
No, not as part of the approval process. ACRA only checks its own register to see if there's anything too similar or identical - trademark protection is a whole other ball game handled by IPOS (the Intellectual Property Office of Singapore). So it's entirely possible for a name to pass the ACRA test & still run into trouble down the line because of trademark issues. If you are really worried about trademark protection, it's a good idea to check it out with IPOS first.
How long does it take to get a name approved?
If you're going for a pretty straightforward name without any of the restricted or dodgy words, it'll often get approved within an hour or so. But if you need to refer it to another authority for review, you're looking at anywhere from a few days to a couple of weeks.
What if my proposed name gets knocked back?
If ACRA rejects your name, you'll need to start from scratch with a new application - and yes, that means paying all over again. If you think the rejection was unfair, you can ask for a name review but be aware it's no guarantee you'll get a second bite at the cherry - and that another two weeks of waiting is still on the cards.
Can I change my company name after it's all been set up?
Yeah, you can - just remember to reserve the new name on BizFile+ first & then sort out the formal name change with ACRA. Same 120 day rule applies to the new name too.
Do I have to have my business activity sorted before choosing a name?
You'll need to pick an SSIC code when you apply for the name, but it's not a permanent decision - you can change it later if your business activity changes.
Can two companies have similar names if they're in different industries?
Not always. ACRA's main worry is how similar the name is to an existing one, not what industry you're in, so a name that's too close to another one can still get rejected even if the two businesses are unrelated.
Should I be checking domain name availability before applying for my company name?
It's a good idea to check on the domain name early on, but be aware that a name hasn't cleared the ACRA hurdle before shelling out a small fortune on branding, logos or even domain purchases - do that and you might be wasting your money on something that never clears the ACRA approval, it's also worth completing a Singapore company registration name check before investing in branding